EyeforTravel Ltd.
La prenotazione è MOBILE
EyeforTravel Ltd.
The Mobile revolution is here!
EyeforTravel Ltd.
How far have we come?
>1.3 billion mobile broadband subscribers globally
How far have we come?
Italy ranks 5th in the world for the largest number of 3G users (44 million subscribers)
Only USA, Japan, China, S. Korea are higher!
How far have we come?
4G is currently being rolled out across 20 Italian cities
In Dec 2011, 9.7 million Italians accessed the internet via a smartphone – a figure which is rapidly growing!
No. of travel brands gone mobile?
54% of travel intermediaries and 50% of travel suppliers said that they did not have a mobile version of their website (June 2012)
Savvy travel brands ARE making money from mobile
• In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months
• By the end of 2012 they expect mobile revenues to exceed $130 million
Mobile leads to new customers
In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers
Google Smartphone Platform Leading EU5 Landscape
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
Smartphone platform market share and growth
166%
45%
-2%
-35%
July 11 July 12
Other
Microsoft
RIM
Symbian
Apple
24%
42%
21%
20%
8%5%
22%
20%
38%
9%7%
Significant Growth Observed Over Last 6 Months for Airline, Hotel and Car Rental / Transportation
Transactions For Total Audience
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
% Growth Feb – July 2012 – Total Phone Audience
+101%
+77%
+90%
1.9 million booked airline tickets in July
1.7 million booked hotel rooms in July
0.8 million hired cars or other ground transportation in July
Is Mobile investment increasing?
No Budget for Mobile
Didn't know if Mobile budget would be increasing or decreasing
Increasing Mobile Budget in Q3, 2012
0% 10% 20% 30% 40% 50% 60%
15%
13%
51%
12%
8%
53%
Travel SuppliersTravel Intermediairies
What results have travel brands seen?
Mobile has increased customer engagement
Mobile has generated direct bookings
Mobile has generated very little or zero revenue
0% 10% 20% 30% 40% 50%
38%
35%
19%
46%
41%
23%
Travel SuppliersTravel Intermediaries
Where do travel brands think mobile adds value?
Important for information search
Important for sales
Important for marketing
Important for customer service
0% 20% 40% 60% 80%
48%
39%
39%
35%
59%
52%
44%
33%
Travel SuppliersTravel Intermediairies
What do consumers think?
In July 2012, EyeforTravel surveyed 8,400 travel consumers in 5 different
countries (UK, USA, France, Germany & The Netherlands).
Wide cultural variances
Preferred travel booking method
Dutch are the most reluctant to book via a smartphone
Most countries still very much prefer desktop
Germans still like the high street travel
agent
TABLET SMARTPHONE DESKTOP CALL DIRECTLY TO SUPPLIER
VISIT IN PERSON TO
AGENT
OTHER
EyeforTravel Ltd.
Attitudes vary by country
50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….
….would not book travel via a smartphone
Willingness to spend via mobile
50% of Dutch would NOT
purchase via mobile
29% of Germans would NOT purchase via mobile
Germans are the most willing nation to spend via mobile devices
71% of Germans were willing to book via mobile
18% of Germans would spend any value on a holiday via a mobile
How much do consumers want to spend?
Of those willing to spend on mobile, the majority felt
comfortable purchasing up to a value of €600 via mobile
Trend for last minute
• Google reported that 41% of last minute queries to airline websites were via mobile devices
• For hotels, 33% of last minute queries were via mobile devices
However….
62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day
Whereas in France…
53% would book a month or more in advance and 10% would book on the day
The 5 Stages of Travel
Dreaming
Researching
Sharing
Experiencing
Booking
Chart courtesy of Google Inc
EyeforTravel Ltd.
How do consumers want to engage with travel brands via
mobile?
64% of Brits surveyed said they would like information on local
activities/deals while at their destination
45% want to check user reviews via a smartphone
Tap into the mobile ‘on-trip’ opportunities
% of consumers who prefer to use mobile to get information on local
activities/deals
% of consumer who prefer to use a mobile to access a map
% of consumers who would like to use mobile to read user reviews
0% 20% 40% 60% 80%
69%
76%
59%
62%
69%
68%
58%
59%
58%
64%
69%
62%
BritsGermansFrenchAmericans
Social fuels the ‘on-trip’ mobile experience
% of consumers who FREQUENTLY like to share their travel experience
via social media during their trip
% of consumers who ALWAYS share their travel experience via social
media during their trip
0% 5% 10% 15% 20% 25%
23%
14%
19%
7%
18%
7%
20%
10%
BritsGermansFrenchAmericans
Travel is by definition mobile – and social!
30% of Brits and 37% of Americans like to share their travel experience via social media during
their trip
SoLoMo - Integrate your mobile and social strategies!
Gatwick airport uses a Social, Local and Mobile approach
They have a presence across Facebook, Twitter, Foursquare, Soundcloud, Qype and Instagram
The result?• 50% of passenger enquiries at Gatwick are now via
their mobile site
• Over the past year, the size of their Facebook community has tripled to 15,000 fans
• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed
• First airport worldwide on Instagram - 1,600 followers , 4,500+ images tagged #gatwick or #gatwick airport
bmibaby Instagram success
• Instagram has more daily users than twitter• Visual social networks are rising in popularity• Asked Instagram communities in different
European countries to create visual inspirational destination guides in return for flights!
• #Miaitalia campaign in Italy had 6,400+ entries
• Instameets were set up across different countries
The results?
Almost 67,000 images taggedimages tagged 100+ pieces of free
media coverage
Tablets are different from mobile!
• Tablets are more fun for consumers to use at the ‘Dreaming stage’
• We found that Europeans are more like to book via a tablet than Americans
• Eg. 25% of Germans want to book travel via a tablet compared with 15% of Americans
Change your website design to suit tablets!
Use inspirational rich mediaProvide easy-touch navigationAdjust the size of fields on formsRemember that tablet users explore your
website in both landscape and portrait positions so the first fold will change
Consider font sizeStay away from Flash!
To conclude…• Mobile is not just a booking channel!• Mobile budgets are increasing• Savvy travel brands are reaping the
rewards of experimenting with mobile early
• Your customer wants to engage with your brand via a mobile device at many stages of the travel life cycle – don’t lose out to your competitors!
• Tablets and mobile devices require different approaches!
EyeforTravel Ltd.
Grazie!
Gina Baillie, GM, EyeforTravel [email protected]
@anigba and @eyefortravel
Join the Linkedin ‘Mobile in Travel’ group!
www.eyefortravel.com
uk.linkedin.com/in/ginabaillie